Commentary
A drill-down of Online News Destinations Shows Yahoo!, MSNBC and CNN in a Statistical Dead Heat
- by Jack Loechner , Staff Writer @mp_research, December 12, 2008
Top 10 Online Current Events and Global News Destinations Week ending November 16, 2008 US, Home and Work | ||
Brand or Channel | Unique Audience (000) | Active Reach (%) |
Yahoo! News | 19,060 | 13.41 |
MSNBC Digital Network | 18,713 | 13.17 |
CNN Digital Network | 18,034 | 12.69 |
AOL News | 11,135 | 7.84 |
NYTimes.com | 9,193 | 6.47 |
Tribune Newspapers | 7,022 | 4.94 |
Fox News Digital Network | 6,461 | 4.55 |
Google News | 5,632 | 3.96 |
ABCNEWS Digital Network | 5,334 | 3.75 |
Gannett Newspapers and Newspaper Division | 5,060 | 3.56 |
Source: Nielsen Online, NetView, November 2008 | ||
Demographic Data for Current Events and Global News CategoryMonth of October 2008 US, Home and Work | |||
Category | Target | Unique Audience (000) | Audience Composition (%) |
Total |
| 101,045 | 100.00 |
Male |
| 49,680 | 49.17 |
Female |
| 51,365 | 50.83 |
Age | 2 - 11 | 3,686 | 3.65 |
| 12 - 17 | 7,363 | 7.29 |
| 18 - 24 | 4,182 | 4.14 |
| 25 - 34 | 12,240 | 12.11 |
| 35 - 49 | 33,049 | 32.71 |
| 45+ | 52,467 | 51.92 |
| 55+ | 26,806 | 26.53 |
| 65+ | 11,414 | 11.30 |
HH Income | $ 0 - 24999 | 5,817 | 5.76 |
| $ 25000 - 49999 | 20,733 | 20.52 |
| $ 50000 - 74999 | 26,011 | 25.74 |
| $ 75000 - 99999 | 19,270 | 19.07 |
| $ 100000 - 149999 | 17,164 | 16.99 |
| $ 150000+ | 9,418 | 9.32 |
| No Response | 2,632 | 2.61 |
Source: Nielsen Online, NetView, November 2008 | |||
Data on Web Media Industry, World & Local News Segment Week ending November 16, 2008 US, Home and Work
Top 20 Advertisers | ||
Company | Impressions (000) | Share of all Impressions |
Landmark Communications Inc. | 14,729 | 41.2% |
Yahoo! Inc. | 2,602 | 7.3% |
Personal Liberty Digest | 2,110 | 5.9% |
The New York Times Company | 1,832 | 5.1% |
TrafficLand Inc. | 1,688 | 4.7% |
General Electric Company | 1,688 | 4.7% |
MSNBC | 1,374 | 3.8% |
Belo Corp. | 814 | 2.3% |
Gannett Co. Inc. | 757 | 2.1% |
G2 Bulletin | 670 | 1.9% |
PRWeb | 644 | 1.8% |
Journal Communications Inc. | 604 | 1.7% |
Digg Inc. | 600 | 1.7% |
The Washington Post Company | 547 | 1.5% |
Time Warner Inc. | 473 | 1.3% |
Reuters Group Plc | 401 | 1.1% |
BillingsGazette.com | 296 | 0.8% |
World.com Media | 296 | 0.8% |
KeyeTV.com | 262 | 0.7% |
Berkshire Hathaway Inc. | 257 | 0.7% |
Total | 35,718 | 100.0% |
Source: Nielsen Online, AdRelevance, November 2008 | ||
Top Ad Sizes | |||
| Dimensions | Impressions (000) | Share of all Impressions |
Non-Standard Dimension |
| 18,678 | 52.3% |
Medium Rectangle | (300x250) | 7,561 | 21.2% |
Leaderboard | (728x90) | 4,450 | 12.5% |
Wide Skyscraper | (160x600) | 1,372 | 3.8% |
Half Banner | (234x60) | 1,118 | 3.1% |
Button #2 | (120x60) | 636 | 1.8% |
Vertical Banner | (120x240) | 502 | 1.4% |
Micro Bar | (88x31) | 364 | 1.0% |
Button #1 | (120x90) | 288 | 0.8% |
Rectangle | (180x150) | 166 | 0.5% |
Square Button | (125x125) | 157 | 0.4% |
Vertical Rectangle | (240x400) | 146 | 0.4% |
Skyscraper | (120x600) | 105 | 0.3% |
Full Banner | (468x60) | 92 | 0.3% |
Large Rectangle | (336x280) | 82 | 0.2% |
Square | (250x250) | 2 | 0.0% |
Total |
| 35,719 | 100.0% |
Source: Nielsen Online, AdRelevance, November 2008 | |||
Ad Delivery Types | ||
Ad Delivery | Impressions (000) | Share of all Impressions |
In-Page | 35,716 | 100.0% |
Transitional | 3 | 0.0% |
Total | 35,719 | 100.0% |
Source: Nielsen Online, AdRelevance, November 2008 | ||
Note: Nielsen Online, AdRelevance reporting data reflects advertising activity served on pages accessible via the World Wide Web and not within AOL's proprietary service.
Jack Loechner is the Editor of The Center for Media Research's daily Research Brief. You can reach him at jack@mediapost.com.